The Critical 'I'

Read. React. Repeat.

Sunday, November 17, 2002

LADS READ MAGS
800-pound gorilla
There are some stirrings in magazine readership, according to a new study from Mediamark Research. Men's magazines are looking really healthy with 40 million readers buying them up, while other general news and media categories are also doing better. Unfortunately, the one sector still sucking wind happens to be business magazines--my home turf. Tsk tsk.

Back to men's magazines: Maxim continues to be the hegemon here, its 12 million readers twice the size of GQ's audience. The overall size of the men's magazine audience is something interesting to note. The basic industry rule of thumb was that men aren't as desirable a target audience as women, because men don't generally read magazines as much. The trend the past couple of years has dented this theory. A 40-million audience ain't nothing to sneeze at.